With “Sardinia on the Road” Sardinian traditions will enchant the world. The journey has just begun. Come along with us.
The journey starts today—are you ready to go? Sardinia on the Road is the new campaign by for Salude&Trigu, the series of events promoted by the Chamber of Commerce of Sassari, designed to promote and celebrate Sardinian culture around the world. As the name suggests, the campaign will take Sardinia beyond its borders through an actual journey across Italy and beyond. Men and women in traditional clothing, carrying musical instruments, will disembark from the island into major Italian cities to present the beauty of their culture to the world. In short, Sardinians themselves will carry Sardinia on the Road. The first stop on this epic adventure could only be Northern Sardinia.
Sardinia on the Road: the campaign's first stop
The first content from the campaign was released as a reel on Visit Italy’s social media channels. The scene is set at the Nuraghe Santu Antine in Torralba, where images first show a crowd of people, excited and amazed, watching a colorful parade. Men and women dressed in traditional Sardinian clothing march on horseback or carry typical musical instruments, smiling proudly at the onlookers who applaud them. The parade celebrates the union of past and present, evoking Sardinia’s ancient traditions through dance, music, and traditional costumes. It is the beginning of the journey. The parade moves the audience and is ready to head toward its next destination. Images of this unique and emotional moment are shown below.
The Nuraghe Santu Antine in Torralba
The site chosen for the first stop of Sardinia on the Road is no ordinary place. The Nuraghe Santu Antine in Torralba is one of the most important archaeological sites in Northern Sardinia. Dating back to around the 15th century BCE, the Nuraghe Santu Antine is the cornerstone of the entire settlement system of the Valley of the Nuraghi and represents the pinnacle of Nuragic-era architecture.
Surrounded by a landscape that evokes timeless atmospheres, the Torralba site serves as the backdrop for the first parade, creating a profound connection between past and present. After all, what better place to launch the journey than one that embodies the roots of the island’s civilization? The historical and authentic atmosphere of the Nuraghe provided a perfect setting to celebrate the island’s traditions.
The crowd’s reactions: wonder and pride
The campaign’s images highlight an emotional detail: the sight of a parade in traditional clothing, set against the unique context of the Torralba Nuragic site, is truly awe-inspiring for spectators. Italian and international travelers visiting the Nuraghe found themselves in the middle of an unprecedented immersive experience. Their emotions reveal curiosity as well as deep engagement. For locals, too, this experience was moving. Pride, a sense of identity, and respect for their roots—this is how Sardinian visitors reacted to the parade, which tells the story of their traditions and the importance of preserving them.
The charms of traditional costumes
A central element of the parade is the traditional Sardinian costumes worn by the participants in the video. These garments, with their vivid colors and intricate details, are crafted according to ancient Sardinian artisanal traditions. They represent the beating heart of Sardinian identity, recalling the rituals and customs of the past and turning the parade into a true journey through history.
An Authentic Image of Sardinia
The goal of Sardinia on the Road is to present to the world a different image of Sardinia, less polished but more authentic. In short, beyond its dreamy beaches, Sardinia has much more to offer. It boasts millennia-old traditions that can captivate today’s travelers and pique their curiosity to explore the island’s most authentic side.
This first stop, which opens up an entire journey yet to be discovered, invites us to explore the authentic heart of Sardinia, promoting a deep immersion into its traditions. As mentioned earlier, the campaign will continue with new stops, challenging the community to guess the next destination and engaging all travel and Italian culture enthusiasts.
And you—have you guessed where the next stop will be?
